The Drum’s social media government Amy Houston appears to be like to prime brands to evaluate how they will greatest use gifs and looping movies to extend consciousness, market their merchandise and in the end have a little bit of enjoyable in the meantime. The humble gif (Graphics Interchange Format) was first developed by pc scientists again in ’87, and just like the meme it has come a great distance since then.Gifs are used so as to add some spice to WhatsApp chats or tweets once they are feeling a little bit lackluster, however there may be a lot extra to those humorous quick clips than meets the attention. They actually are the gif-t that retains on giving… sorry, I needed to.
Last week Spotify teamed up with Giphy (the world’s largest gif portal) in a brand new partnership that allows customers to find music from artists together with Nicki Minaj, Doja Cat and Post Malone by way of gifs. The distinctive partnership has excited a group of music followers on-line who wish to higher join with one another, and their favourite artist, whereas additionally making method for brand spanking new artistic methods of communication on social media. Giphy says it’s “serving 10+ billion items” of “content material” to a each day person attain of 700+ million individuals to “assist them specific themselves and make their on a regular basis conversations extra entertaining”.So how can brands weave the standard gif into social methods?Video methods have seen a surge in reputation in current years because of the likes of TikTok and Instagram Reels. Showing character is pivotal for brands seeking to type an engaged viewers, and plenty of have taken to creating distinctive gifs and looping movies to convey their ethos and merchandise, and spark conversations.Mental well being charity Calm bought artistic with looping movies on Instagram to advertise wellness and meditation, which throughout the pandemic was a much-needed type of escapism. Tapping into this and reacting to its viewers wants has confirmed to be an efficient tactic. Using gifs and video to focus on merchandise on social media can really feel much less like a standard advert, which shoppers might reply higher to. Trying too exhausting to duplicate an promoting asset or prioritizing the gross sales messaging above the standard of the artistic is not going to work, and “the principle focus must be on creating content material that will likely be loved by the viewers,” Simon Friend, shopper lead at the7stars, tells me in regards to the artistic course of. At the top of the day, it isn’t about “hijacking the format to shove a model or product in individuals’s faces”.Starbucks used looping movies and gifs in its 2020 festive vacation season marketing campaign, counting on a mix on animated pictures and illustrations to focus on limited-edition flavors. Consumers typically don’t have the time or inclination to scroll by way of menus, so this can be a sensible method of hyping up merchandise successfully.Gifs present brands with a cheap approach to present a 360° view of merchandise, however with any technique it’s crucial to maintain your clients’ wants on the forefront and “be genuine to your viewers,” says Adam Harris, international head, model partnership studio at Twitch. “Learn the language of the group you’re participating with and thrive in your interactions with them.”Storytelling is an integral a part of marketing, and gifs could be employed to just do that. Using visible language permits a model’s voice to shine in a method that textual content on a web page won’t. An awesome instance of that is the best way that Google makes use of gifs on Instagram to advertise varied occasions. Adhering to its model information, the belongings are made with the immediately recognizable daring model colorways. Brand identification throughout all communication channels is vital and gifs must be no completely different – social media strikes rapidly, and brands want to present their viewers a purpose to cease scrolling. One of the perfect facets of social media is the chance it supplies us to be artistic. Gifs and looping movies allow brands to speak with their viewers in a extra conversational and enjoyable method. Standing out from the group, being constant and exhibiting merchandise in a contemporary method are all components brands want to contemplate in their social technique – and gifs could be a superb approach to embody that.Do you will have a favourite model marketing campaign that has used gifs? Join in the dialog on social utilizing #TheDrumSocial